An Analysis of Factors Influencing the SNS Advertising Effect

Abstract

This study analyzes the influence of the factors considered by users on their acceptance attitude towards SNS advertising. The influencing factors consist of informativeness, entertainment and sociality. This study thus applies a quantitative research approach using survey data from the users who used SNS. The partial least squares (PLS) results suggest that the model is primarily verified. Theoretically, the findings of this study indicate that factors, including informativeness, entertainment and sociality, are user's three significant motivations for the acceptance attitude towards SNS advertising. Practically, it should help practitioners better satisfy SNS users' needs to enhance their acceptance of SNS advertising. As a result, the SNS advertising effect will be significantly improved.